The Player's Journey: drive sustained engagement with Onboarding, Habit-Building and Mastery
1. Amy Jo Kim, Ph.D. - Co-founder, Shufflebrain Private & Confidential – Do Not Distribute
The Player’s Journey
build sustained engagement with Onboarding, Habit-Building & Mastery
11. How can we create game-like
experiences for a particular audience?
1. Understand your Microvertical
12. Who are your (early-adopter) players?
What are their motivations & pain points?
How do they interact AKA play together?
Know their habits, desires,
paint points, interaction style
15. Effective for completing simple
tasks and guiding players
towards system mastery
Extrinsic Rewards Sometimes Work
16. Tap Intrinsic Motivation FIRST
address a NEED/PAIN POINT
CONNECT via shared glimpses of everyday life, EVESDROP on other people’s lives
17. Autonomy – the desire to direct our own lives.
Mastery — the urge to get better at something that matters.
Purpose — AKA belonging to something bigger than ourselves
22. Motivation & Game Elements
Autonomy
& Choice
Purpose
& Belonging
Mastery
& Learning
BackStory & Mission
Real-world Impact
Group Quests
Group Stats
Connect w/Friends
Join a Teams, Guilds
or Faction
Progress Markers
Skill Systems
Reputation Systems
Mission Trees
Real-time Feedback
Collections
Unlocks
Choose Your Role
Customize Your
Character
Customize Your
Background
Explore a World,
Map or Taxonomy
Purchase Items
29. Collaborate to win together &
accomplish something greater than ourselves
30. What are you Product-Defining Social Actions?
Content Players
Create
Compete
Collaborate
Help
Comment Lik
e
Share
Greet
Win Challenge
Showoff
Compare
Taunt
Express
Design
Customize
Choose
Decorat
e
Build
Contribute
Explore
Collect
Rat
e
View
Review
Vote
Curat
e
Purchase
Interactin
Acting
31. How can we create game-like
experiences for a particular audience?
1. Understand your Microvertical
2. Create a compelling Core Loop
35. Engaging Activity
Task / Mission / Game / Quiz / Gift
Trigger
Investment & CTA
Customize / Earn / Share / Help / Follow
Feedback & Progress
Messages / Stats / Challenges / Awards / Artifacts
Job Stories clarify the interaction & value prop
When _________ I want to ________________ so I can _____________activity + goal outcometrigger
36. Complete
Next Lesson
Got a few
min. to spare
Come Back Tomorrow -
Don’t Break Your Streak
Earn XP, LevelUp,
Unlock Next Lesson
Duolingo Core Loop
When _________ I want to ________________ so I can _____________
Have a few
min. to spare
get email
notification
complete a lesson or
two in Duolingo
speak a foreign
language
Spend Ingots,
Customize Your Look
40. How can we create game-like
experiences for a particular audience?
1. Understand your Mvicrovertical
2. Create a compelling Core Loop
3. Design for Onboarding, Habit-Building & Mastery
54. Regulars need fresh content/activities/challengesExplore up-and-coming projects
Constant stream of quirky, interesting content
55. Regulars need fresh content/activities/challengesExpress + Collaborate
by backing or running projects
56. Regulars need fresh content/activities/challengesCompete with the system
to get your project funded
Funding goals + time constraints drive urgency
57. View Kickstarter
Campaign
See donation
social update
Donate to
Campaign
Kickstarter Core Loop
When _________ I want to ________________ so I can _____________
see a great
campaign
bored, wanna
browse
donate to the
campaign
feel connected -
like I’m making a
difference
Share Your
Donation Story
65. Regulars need fresh content/activities/challengesExplore randomly-generated
landscapes
66. Regulars need fresh content/activities/challenges
Create anything you can imagine
67. Regulars need fresh content/activities/challengesCollaborate to survive, create, share
Bigger challenges inspire teamwork
68. Regulars need fresh content/activities/challengesCompete with the system to
survive the night
69. Explore & Build in a
simulation sandbox
get an urge
to build
Create Your
House/Farm/City
Minecraft Core Loop
When _________ I want to ________________ so I can _____________
want some
escapist play
see video,
get idea
build something new
in Minecraft
express my
creativity & share
my kids’ hobby
Showoff Your
Creations
Teach Others
to Build
watch Minecraft
videos
81. Read & Reply to
Updates & Messages
urge for a
quick break
Edit My Follow List
Check my Replies, Faves,
Retweets, Follower Count
Twitter Core Loop
When _________ I want to ________________ so I can _____________
I need a
work break
get email
Notification
read updates from
people I admire & like
feel connected &
stimulated w/short
time investment
85. How can we create game-like
experiences for a particular audience?
1. Understand your Mvicrovertical
2. Create a compelling Core Loop
3. Design for Onboarding, Habit-Building & Mastery
86. People respond to different
styles of interactive play
don’t assume zero-sum mechanics will work for everyone
89. Thank You
@amyjokim on Twitter
http://amyjokim.com
amyjokim@gmail.com
Achievements
Considered Harmful
by Chris Hecker
Drive
by Dan Pink
Punished by
Rewards
by Alfie Cohen
A Game Designer’s
View of Gamification
by Richard Bartle
Resources